Turtle Wax, a global name in the car care industry, entered the Indian market this year. With its aggressive plans and the ongoing demand for car care products, the company aims at becoming one of the largest care car product suppliers in Doing It Yourself (DIY) segment, besides, establishing a strong presence in Do-It-For-Me (DIFM) space.

According to Sajan Murali Puravangara, Country Manager and Director, Turtle Wax India, the car care industry is an integral part of the automotive industry, and changing buying preference from the mileage, and low maintenance to aesthetics, safety, comfort and features are fuelling demand for car care products.

“India has been witnessing good growth in car sales in last decade, whereas in the last five years, we see traction in the car care industry on account of changing trends or reasons to buy a car. In recent years, the way people look at the car has changed. They buy cars for the looks and features, and that also led to an interest to keep their cars new, tidy and clean; this is bringing demand for car care products. The interest is also coming from the mass car segment. In the last two years, we are getting the indication that the car care industry will be the next sunshine industry in the future,” explained Puravangara.

Turtle Wax, a family-owned company, has been in the car care business for nearly 75 years and operates in over 120 countries. Before establishing its third subsidiary in India, the company has been operating with two subsidiaries- the US and Europe.

India has a population over 1.3 billion and only 22 people out of a thousand own car, while in the US and UK, 980 and 850 per 1,000 individuals have a car, respectively. The massive headroom for the car segment in the next one-and-a-half-decade will trigger further growth for the car care segment in the long term, opines Puravangara.

According to a research report, the current car care industry in India is slightly less than one billion USD and expected to reach $1.44 billion in 2027. Explaining the growth factors, the report says, people usually keep their cars for more than seven years in India, and hence car care products are being increasingly used to restore the paint and for detailing and interiors. Along with this, many car care product manufacturers from Europe and North American markets have their presence in India through e-commerce websites and strong dealership networks. The same report adds that by 2027, the interior car care product segment will be around of $0.73 billion, while the exterior car product market will grow to USD 0.7 billion.

Consumer behaviour, cheap labour, and lack of necessary know-how make the Indian car care industry more challenging for the companies to operate in the DIY space.

In western countries, cars are a part of the family, and family members take basic care. In the US and other developed countries, the DIY segment is about 80 percent of the total car care industry; however, in India, it is of around 30 percent. “In countries like India, due to the hectic work schedule and cheap labour, DIFM dominates in the car care segment. There is always a third person to take basic care of cars in India. Coupled with this, the know-how is fairly lower in India when it comes to basic things such what wax can do to your car and what are the ways to protect cars’ interior and exterior,” Puravangara said.

However, the pandemic in the last eight months has proven useful for the car care segment. “We have seen momentum in the DIY business in the last six months. Since people have been at home, they have a lot of time at their disposal. They find time to take care of their cars. We are also seeing people are increasingly enquiring on different social media platforms on how to take care of their cars and sharing other issues,” he said.

As a part of the strategy to penetrate its products, the company will heavily focus on educating consumers on primary car care and the company’s products. “Being a global leader in the car care industry, it is our top priority to educate people on car care, know-how and our product usages and benefits.”

In the next three to four months, the company will start campaigns on social media channels. The campaign will invite consumers with their queries or to share their experience and issues.

“The company will also bring out videos on how to use our products and use the social influencers on YouTube and Instagram,” Puravangara said.

Though India is seeing a growing number of women behind in the wheel, the car care industry is yet to consider women as their potential customers. However, Turtle Wax understands the role of women in the overall automotive industry and expects the growing number of women car owners evidently will reflect in the car care industry.

To widen its customer base, the company will also promote the car wash as a family celebration where family members will take participate in washing, cleaning and taking care of the car. “Washing and cleaning cars is a family affair in many countries, and therefore the company will be promoting the same in India as well,” added he.

However, external factors that also possess further challenges for car care products. Considering vast territories, different weather, pollutions and scarcity and quality of water put car care product performance under severe pressure. Keeping the external challenges in mind, the company plans to bring in products that are suitable to the Indian markets.

“A larger challenge is not only the availability of water but the hard water which leaves marks on the car. Coupled with this, extreme temperature and dust and pollution affect the car. We are bringing in the products that will take care of cars in the Indian environment. We have asked the company to make products suitable for the Indian market,” said the executive.

Currently, the company offers the products required to clean, shine and protect the car inside out. The product portfolio includes shampoo to clean, wax to shine and various interior cleaners in the form of foam and liquid to clean the interiors of the car. It also offers various speciality products like trim restorer, chrome polish, headlight lens restorer, Odor-X Odor removing solutions, etc. to address specific car care requirements. Turtle Wax also has a ceramic coating that has 10H hardness which gives the high gloss, ultra-hydrophobicity, extreme chemical resistance, UV protection and easy cleaning properties. The company plans to bring in graphene-based ceramic coating solutions, which is the new technology in the car care industry.

The company is planning to bring 75th-anniversary Ceramic Paste Wax in Q1 2021, and will also introduce windshield washer fluid shortly in India. Other products from the company for the India market include all-metal polish that polishes all metal surfaces of the car’s exterior; Glass cleaner to keep the glass streak-free during the ride; ClearVue Rain Repellent that helps get better visibility during the monsoon rains; Trim Restorer since the Trims fades here in India more than the rest of the world and Windscreen washer fluid to remove the dirt and grime from the windshield glass.

The company will also introduce waterless washing products that cater to areas where water is scarce. The company’s waterless wash and wax has advanced polymer technology that lifts dirt to prevent starching, while the enriched wax gives a shiny and protective finish. Its rain repellent formula prevents watermarks and extends time in between cleaning.

The company will also bring in its Turtle Wax Hybrid Solutions ICE Seal N Shine, premium car paint sealant. The ICE Seal N Shine gives the car a layer of super-hydrophobic silicone for up to six months of protection against streaks, scratches and swirls.

To set up its network, the company will go through a distribution route and for which it has selected 23 cities, which have larger car density. Turtle Wax India is appointing own distributors in these cities who will take care of retailers and workshops. It has also identified another 48 towns in which it will supply products to dealers who will provide the products in the respective markets.

“We will have our main presence in all metro cities including Chennai, Hyderabad, Bangalore, Delhi-NCR, Kolkata, Pune, Mumbai, and additional upcoming cities like Ahmedabad, Coimbatore, Cochin, Surat etc,” he added.

The company plans to have about 10,000 outlets by the end of next June. Turtle Wax India has also set up the car care studios in Pune, Bangalore and New Delhi. The studio will be not based on a franchise concept; instead, it will be a co-branded activity. “We provide our products and branding support, but the studios also keep their brand identity,” he said. The company also has plants to have such studios in its 23 cities.

Puravangara declined to share the current revenue and future commercial targets but said sales numbers are increasing with each passing month. Currently, the company is importing its products from global subsidiaries, but he said the company will have a look into setting up local production capabilities. “The way it is going, we will have to do something locally as well. I don’t think we will be able to manage (the demand) with our global support when the demand goes up,” he said.

The company is looking for an option of re-packaging under which it will get bulk products and repack for the domestic market. “We will also see if some India oriented products will be manufactured here, completely. Those options are quite open,” he added.

Many Indians are using hair shampoo sachets to wash cars. When asked whether the company is looking to introduce car wash shampoo in sachets, he said it will not look into sachet option but will be looking to have a bottle of 100 to 200 ml. “We are still looking at those options of small bottles, but per wash, cost increases with smaller bottles,” he added.

Talking on the challenges, he said, it is on finalising the complete product portfolio that suits to the rapidly changing requirements of the Indian market. “We need to keep reinventing on products to be a leader in the market,” he concluded. (MT)

Comments (0)

ADD COMMENT

Link Copied!

Tata Motors, one of the country’s largest automakers, has announced a landmark financial performance for FY2025, achieving record revenues and profitability, becoming debt-free, and confirming the ongoing process to demerge into two independent listed entities. The announcement was made by N Chandrasekaran at the 80th AGM of Tata Motors, on 20 June 2025.

In his address, he mentioned that on a consolidated basis, the Tata Motors Group delivered record high revenue of INR 4,396 billion, a record EBITDA of INR 576 billion, and a record Profit Before Tax (PBT) of INR 343 billion (before exceptional items). This robust performance has enabled the Tata Motors Group to achieve a debt-free status this year.

The company highlighted strong individual performances across its business segments:

• Commercial Vehicles (CV): Achieved INR 751 billion in revenue, a record EBITDA of INR 88 billion, and INR 75 billion in Free Cash Flows, with a strong ROCE of 37.7 percent.
• Passenger Vehicles (PV): Generated revenues of INR 484 billion with a 0.9 percent EBIT. The Tata Punch emerged as India’s top SUV, with CNG and EVs comprising 36 percent of its multi-powertrain portfolio.
• Jaguar Land Rover (JLR): Delivered solid results with revenues of GBP 28.9 billion and an 8.5 percent EBIT, resulting in a PBT of GBP 2.5 billion, turning net cash this year. The Range Rover and Defender franchises continued their strong performance, complemented by localized CKD manufacturing of Range Rover and Range Rover Sport in India.

The strategic demerger process, which will see the company operate as two independent listed entities – one for Commercial Vehicles and one for Passenger Vehicles and JLR – is well underway and expected to be completed by the end of the calendar year.

Chandrasekaran mentioned that each business is positioned for independent growth, supported by strengthened financials and dedicated management teams.

Despite anticipated future volatility from geopolitical conflicts, supply chain shifts, AI, and energy transition, he stated its businesses are structured to thrive, building on years of simplification and strategic investments.

The company also acknowledged the recent passing of Mr. Ratan Tata, noting his profound impact and enduring legacy on the Group.

Comments (0)

ADD COMMENT

Link Copied!

India's automotive sector is poised for a significant transformation with the establishment of the Indian School for Design of Automobiles (INDEA), the nation's first dedicated institution for automobile design and management. A groundbreaking and foundation stone ceremony was held today at the XLRI Delhi-NCR campus, marking a historic milestone for the nascent institute.

The Union Minister of Road Transport and Highways, Nitin Gadkari, served as the Chief Guest, virtually unveiling the foundation stone and offering his full support for the forward-thinking initiative. His virtual presence underscored the government's recognition of design's crucial role in India's evolving mobility landscape.

The ceremony brought together a distinguished gathering, including industry titans, senior government officials, design and automotive professionals and academic luminaries. The consensus among attendees was clear: design is rapidly gaining importance within India's mobility ecosystem, and INDEA is positioned to be a cornerstone of this shift.

Developed under the umbrella of XLRI’s Centre for Automobile Design & Management (XADM), INDEA aims to revolutionise design education in India. Avik Chattopadhyay, Founder of INDEA and Chairperson of XADM, is leading the charge to cultivate a new generation of automotive designers and visionaries. The institute's mission is to equip these future professionals with the skills needed to meet both global standards and unique local requirements.

A striking steel structure, named Param – a Sanskrit word signifying supreme, highest, or ultimate – was unveiled as the foundation pillar. Designed by renowned Indian installation artist and designer Vibhor Sogani, the skyward-reaching sculpture symbolises INDEA's aspirations for boundless growth and transformative knowledge. Param is envisioned as the symbolic heart of the institute, representing not just a foundation but a future hub for innovation and excellence with state-of-the-art facilities fostering a community of innovators, thinkers and leaders in automotive design.

In his virtual address, Nitin Gadkari emphasised the automotive sector's critical role in India's economic growth, employment generation and global competitiveness. "As we strive towards the Prime Minister’s USD 5 trillion economy vision, our industry is evolving from being cost-driven to quality-led, anchored in smart design, robust safety, and sustainable practices. The future will be shaped by strong R&D, innovation, and next-generation testing and certification. I am confident that the young talent trained at INDEA will become catalysts for change, turning knowledge into innovation, and innovation into national strength."

Fr. Dr. K.S. Casimir, Director, XLRI Delhi-NCR, said, "This ceremony marks a major leap in our vision of creating an institute that seamlessly blends design thinking, technical prowess, and industry alignment. Nitin Gadkari’s digital presence as Chief Guest is not only an honour but also a strong endorsement of the vital role that design can play in India’s mobility future."

Avik Chattopadhyay echoed these sentiments, asserting, "INDEA is designed to be more than just an educational institute – it is a movement to elevate India’s design capabilities. With the encouragement of leaders like Nitin Gadkari and guided by the vision of our Prime Minister Narendra Modi, we are confident INDEA will become a key enabler in India’s journey to becoming a global design and innovation hub."

Comments (0)

ADD COMMENT

Link Copied!

German technology giant Freudenberg Group has announced the expansion of its Freudenberg Training Centre in Nagapattinam, Tamil Nadu, reinforcing its long-term commitment to community development in India.

Esther Maria Loidl, Chief Human Resources Officer and global board member of Freudenberg & Co., laid the foundation stone for a new extension and auditorium at the training campus. The upgrade will include converting the existing auditorium into a computer lab, with a focus on offering digital and computer-based vocational courses. The new facilities are expected to be completed by mid-2026.

The expansion aims to attract and support more women students, equipping them with skills for financial independence and sustainable employment. The centre, established in 2008 in the aftermath of the 2004 tsunami, offers training in welding, fitting, machining, motor mechanics and electrical work. It has trained over 1,400 students to date, many of whom are now employed at leading firms such as Hyundai Motor India, TVS Motor Co and Simpson Group, while some have launched their own ventures.

Freudenberg has invested over INR 400 million in the region over the past 16 years. The 28-acre training campus is staffed by 18 qualified educators and led by Principal Dr Chitrakala Mohan.

Esther Maria Loidl, said, “It’s a pleasure and privilege to lay the foundation for further expansion of our largest CSR initiative in India - the Freudenberg Training centre in Nagapattinam. The institute’s growth affirms the visionary decision in 2008 to support the region’s rebuilding by empowering its young people with the right vocational skills. We look forward to investing and supporting the institute to grow further in its noble mission to power the aspirations of the needy in this region.”

G Sivasailam, Director & CEO, Freudenberg Regional Corporate Center India & Managing Director, Freudenberg Performance Materials India, said, "I am immensely proud to see the growth of the institute to where it is today. This reaffirms many of the core values of the Freudenberg group – long-term commitment, proactive and responsible action, among others. I would like to credit the Principal and her faculty who have been instrumental in ensuring the delivery of quality education to the local youth. They have been constantly innovating and adding to the courses and teaching pedagogy to what it provides is needed in the industry.”

Dr Chitrakala Mohan, Principal, Freudenberg Training Center, said, “It has been a great journey leading this visionary initiative for 7 years. The whole-hearted and passionate support we receive from the group executives in India and at the global HQ has been pivotal to whatever we’ve been able to accomplish so far. The foundation laying today and the other initiatives in the pipeline will help us expand sustainable community development through world-class vocational education, which sees local youth gainfully employed with leading companies in India.”

Comments (0)

ADD COMMENT

Link Copied!

Daimler Truck, Mitsubishi Fuso, Hino and Toyota Motor Corporation have concluded definitive agreements to integrate Mitsubishi Fuso and Hino Motors. The arrangement has Daimler Truck and Toyota Motor Corporation at the top. The motive behind the definitive agreements being to integrate Mitsubishi Fuso and Hino on equal footing, the change is expected to affect over 40,000 people. They will have to learn some as the two automotive giants – Daimler and Toyota – sat through, thought through and came to an agreement, creating yet another value intensive enterprise that will be headed by Karl Anton Deppen as the CEO.   
Bundling forces to establish a new strong Japanese truck powerhouse to the benefit of all stakeholders, the agreement to integrate the two Japanese commercial vehicle manufacturers aims at a new listed holding company that will begin operations in April 2026. It will have the scale, resources and technology leadership to shape the future of the commercial vehicle landscape in the Asia-Pacific region and beyond

Comments (0)

ADD COMMENT

Link Copied!